The move, if you haven’t yet seen this filling your Facebook, Twitter or Instagram feed, is part of a viral sensation that aims to raise money for Amyotrophic Lateral Sclerosis (ALS) research. All around the world, individuals, celebrities and companies alike have helped generate a reported $41.8m in donations for the ALS Association so far. (The suggestion is you do the challenge or donate $100, with most people opting to do both).

Now we’ve noticed a raft of fashion brands getting involved too. Over the past 48 hours, we’ve seen teams from Asos, Topshop, Net-a-Porter and Burberry joining in the challenge, with employees tipping ice water over themselves en masse and then sharing it with their social networks before nominating someone else to do the same.

Here are Asos, Topshop and Net-a-Porter:

Burberry’s meanwhile is typically creative, shot from above capturing multiple different team members individually thanks to stop motion (many wearing their trench coats of course), outside the company’s London HQ.

Next up from the fashion industry there are nominations currently out there for Mr Porter, Google Glass and Tom Ford. Diane von Furstenberg is another designer who’s done it recently, as has Victoria Beckham:

Update: Matthew Williamson has now followed suit, covered in ice by celebrity pal, Sienna Miller:

Let’s not forget why this is taking place mind you. This video is well worth the watch (skip to 1min59secs for the important bit) for some insight into what all the challenge actually means. Ever more reason to participate we’d say…

Rachel Arthur leads the intelligence team at TheCurrent, future proofing businesses by delivering them first-to-market insights and bespoke knowledge solutions surrounding the evolving retail, technology and innovation landscape. By background she is an award-winning business journalist specializing in fashion and technology. She has contributed to titles including Wired, Forbes, The NY Times, The Guardian, The Daily Telegraph and BoF.